Travel activities and motivations survey — U.S. Travel Market

Extreme Skiing While on Trips of One or More Nights

Full report available in pdf format

A Profile Report — April 25, 2007
Executive summary

Over the last two years, 0.3% (567,211) of adult Americans participated in extreme skiing activities while on an out-of-town, overnight trip of one or more nights. Cross-country or back-country skiing as an overnight touring trip (0.2%) was the most popular extreme skiing activity, followed by heli-skiing (0.1%) and ski jouring (0.1%). The majority of those who went extreme skiing (60.2% or 341,549) stated this activity was the main reason for taking at least one trip in the past two years.

Extreme Skiers tend to be male, single and 18 to 34 years of age. This segment is very affluent with above-average education (30.3% with post-graduate degree) and household incomes ($94,788). They are over-represented in Alaska and the Pacific, Mountain, and New England regions of the United States.

Extreme Skiers are frequent travelers and were much more likely than the average U.S. Pleasure Traveler to have taken a trip to Canada (37.9% versus 14.6%). The most common destinations were Ontario, British Columbia and Quebec; however Extreme Skiers are considerably over-represented among U.S. Pleasure Travelers to all Canadian provinces and territories.

Extreme Skiers were much more likely than the average U.S. Pleasure Traveler to have participated in a broad range of outdoor activities while on trips. They were particularly likely to have participated in strenuous outdoor activities such as cross-country skiing and snowshoeing, extreme air sports, ‘board and blade' activities (e.g., ice skating, skateboarding), sailing and surfing, and downhill skiing and snowboarding. They were also much more likely than the average U.S. Pleasure Traveler to have stayed at a remote or fly-in wilderness lodge or outpost. They pursued culture and entertainment activities while on trips with the same enthusiasm as they pursued outdoor activities, with exceptionally high participation in a broad range of cultural activities and sporting events. Not surprisingly, Extreme Skiers seek vacation destinations that allow them to be physically energized and that offer many opportunities to learn and to enrich their lives.

Most Extreme Skiers use the Internet for trip planning (81.3%) and have booked at least part of a trip online (66.2%) in the past two years. This segment can be targeted most effectively through both traditional travel media and specialty magazines (e.g., photography and video, city lifestyle, outdoor activity and sports, business and finance).